In this session we will delve into the evolving landscape of customer experience in HVAC sales, highlighting the critical shift to online platforms. It explores what customers seek in a satisfactory service and sales experience, emphasizing the importance of ease of use and accessibility. The presentation will address the changing buying behaviors and the necessity of simplifying processes to enhance customer engagement. It will also examine the challenges in delivering optimal customer service and the integral role of financing in shaping the customer experience. Additionally, the session will cover different buyer types, the impact of financing options on business, and the strategic use of tiered pricing models. Finally, the unique features of the OPTIMUS solution and its implementation through OPTIMUS Online will be discussed, illustrating how it sets a business apart in the competitive HVAC market.

Key Takeaways:

• The Customer Experience (in an HVAC Sale)
• Everything is Online
• What Customers are looking for in a good customer service/sales experience
• The way we buy is changing
• Ease of use and availability are key
• Make it easy!
• Barriers to offering the right customer service experience
• Financing in the customer experience
• Understanding different types of buyers
• How offering financing affects your business
• Offering financing as/in Good/Better/Best pricing
• The OPTIMUS solution “What makes us different”
• Using OPTIMUS Online

Bio: As Vice President of Contractor Services, Matthew is responsible for all lending and finance operations within the EGIA Finance Clearinghouse. He works directly with lending partners and affiliates developing and creating the most up-to-date finance offerings for EGIA’s vast contractor base. In addition, Matthew leads EGIA’s business development strategy, as well as the design and implementation of finance training content.

Matthew has been an integral part of the home improvement finance industry for over 20 years, with stops at American General Finance, Greensky and Renovate America. Matthew attended Virginia Commonwealth University, graduating with a degree in Psychology.

Discover how leading HVAC contractors are using AI and automation to streamline operations, convert more leads, and boost profits—without adding more to their workload. Walk away with real-world strategies and a simple blueprint you can start using immediately to work smarter and grow faster.

Tersh's Bio: At the forefront of Tersh Blissett’s life is his beloved family. Married to the love of his life, Julie, and a proud father to four amazing children, Tersh cherishes the moments of joy and discovery shared with his family. These personal relationships are the foundation upon which he builds his professional and community endeavors, infusing his work with a sense of purpose and love.

Tersh’s path is marked by unwavering dedication, profound gratitude, and an ambition to uplift and inspire. As a figure recognized among the Top 40 Under 40 in the HVAC-R industry by The News, he leverages his accolades to positively influence the sector that has bolstered his career and familial well-being. His entrepreneurial drive spawned successful ventures such as Service Emperor HVAC, Plumbing & Electrical, and TriStar Heating, Air Conditioning, Plumbing & Electrical. With his leadership, Service Emperor has set a benchmark for exceptional customer service and satisfaction within the coastal empire of Savannah, GA.

Beyond his business achievements, Tersh is revered for his integrity, benevolence, and excellence. His tenure with the Air Force’s 165th ASOS Special Operations unit’s Tactical Air Control Party (TACP) has imbued him with a profound commitment, extended towards his community. His presidency at the Small Business Chamber of Savannah, along with his contributions to the boards of Savannah Buy Local and the Leukemia & Lymphoma Society of the Low Country, underscore his dedication to service and community involvement.

Josh's Bio: Meet Joshua Crouch, a luminary in the digital marketing sphere and co-host of the Service Business Mastery podcast. At the core of Joshua’s endeavors lies a profound dedication to his community and family, values that illuminate his path to success and inspire his commitment to making a meaningful difference in both his professional and personal spheres. As the driving force behind Relentless Digital, Joshua has set his sights on mastering the local online market with an unstoppable force, achieving notable 7-figure success and garnering accolades for his unwavering dedication to client satisfaction.

Joshua’s journey to digital supremacy was meticulously carved over a decade of diverse experiences within the home services industry, particularly HVAC. His varied roles as Operations Manager, Branch Manager, Territory Sales Manager, and Director of Marketing have enriched his expertise, allowing him to navigate and influence every facet of the business landscape effectively.

In the world of podcasting, Joshua shines as a connector between innovative thought leaders and the evolving contracting industry. Alongside Tersh Blissett, he delves into the depths of industry-leading ideas and practical solutions, enriching the hearts of contractors with inspiration and actionable insights. His role as co-host has transformed the Service Business Mastery podcast into a treasure trove of knowledge, contributing significantly to its explosive growth and impact.

Whether you're a seasoned manager or just starting out, this session is for you. We're going to dive into the art of giving feedback in a way that's not only effective but also strengthens your relationships on your team. We'll break it down into a no-nonsense, three-step process that makes giving feedback straightforward and effective. Plus, we’ll dive into strategies for creating a work environment where feedback flows naturally and drives the team forward. Expect lots of interactive discussions and down-to-earth advice that you can start using right away to boost teamwork, get everyone more engaged, and ultimately make your customers happier. You don’t want to miss the chance to change how feedback works in your world!

Learning Objectives:

• Discover simple ways to give feedback that brings you closer to your team.
• Master a foolproof 3-step process for giving feedback.
• Learn how the FBI (Feedback, Behavior, Impact) Model can make your feedback stick.

Bio: Elise Radawitz serves as President and founder of Velocity Leader, a professional consulting and training company focused on equipping companies to find success while putting people first. She consults with organizations of all sizes in the trades to coach and develop people to step into their greatness and show up as leaders in all areas of their lives.

She has been in the human resources and talent development space for over fifteen years with an emphasis in employee engagement and learning and development. Elise is a certified facilitator for the Developing a Leadership Mindset© curriculum and an authorized partner to deliver Everything DiSC® assessments and workshops. A graduate from Mount Mary University, Elise holds a Bachelor of Science in Education.

Her diverse background from non-profit association management to HVAC distribution has afforded her the opportunity to develop best practices across many industries. While her core background is in talent development, her experience ranges from event management, communication, marketing and change management. Elise served on the Board of Directors for the Monches Recreation Club for 4 years where she nurtured a culture of voluntarism, leadership, and community betterment. She currently hosts a Mastermind group for growth-minded men and women in their 20s to 40s who are looking for a peer group for accountability and support.

Aside from her work, Elise’s passions revolve around her husband, Dave, and daughter, Bryce; and she enjoys golfing and cooking too.

In this session, Jim Kolchin, founder and CEO of iWallet, will show contractors and service businesses how to modernize their payment processes to improve cash flow, reduce transaction costs, and drive business growth. Attendees will learn practical strategies for collecting payments more efficiently in the field, minimizing credit card fees, and using tools that not only generate more 5-star reviews but also help sell more maintenance contracts. By strengthening customer relationships and creating lasting impressions, businesses can build loyalty and secure long-term success.

Bio: Jim Kolchin is the CEO and Co-Founder of iWallet, a fast-growing payments platform he built from the ground up. With more than 25 years of experience in the appliance and HVAC industries, Jim combines real-world business insight with a deep understanding of technology, went to Stanford GSB, an inventor with many patents, founded multiple companies and sold a hardware startup in Silicon Valley.

Jim’s sessions draw from his hands-on experience helping contractors streamline payments, boost service contract sales, and strengthen customer relationships—all with practical strategies that drive results.

When it comes to building a brand that actually moves the needle, the magic isn’t in any one tactic—it’s in how it all works together. In this session, we’ll break down why a strong brand paired with a comprehensive, intentional marketing strategy creates a compound effect that’s greater than the sum of its parts. We’ll challenge the "Google Ads or bust" mindset and show how layered efforts—like brand voice, social media, customer experience, and yes, even paid ads—work in harmony to build real traction, real momentum, and real results.

Bio: Emily Fleniken is an owner of Lemon Seed, a home service marketing and branding agency. Emily understands realistic ways to bring a brand to life. Her creative approach to becoming more recognizable and memorable has helped elevate and grow many businesses in the trades industry. She is passionate about developing brands that catapult companies to maintainable growth and building a legacy for many years to come. Emily is co-host of the podcast, From the Yellow Chair, where she and partner Crystal Williams, dive into all things marketing, branding, business operations, and growth strategies for the trades. She also serves on the LadyTitans board of directors to connect and empower women in the trades.